Once again, Google may have developed a product that could challenge traditional media buyer business models. The online giant is expected to announce its latest product, a new tool called Ad Planner, later this afternoon at an Advertising Research Foundation session in New York, MediaPost Publications reported Monday.

AdPlanner will expand on Google's algorithms by providing media buyers with more detailed information on their target audiences and their media habits.

Google announced it is developing “new research and analytics products designed to help advertisers and agencies make the most of their media buys” in all media fields, not just online, MediaPost reported.

A “dashboard” system is being developed to allow buyers to “manage mixes” of offline media campaigns with “online display and search advertising” and to see how “one platform influences traffic to the others,” MediaPost reported.

Advertising research companies are nervous about Google's increasing encroachment on the advertising industry. The extensive work that these companies have been doing for decades risks being outdated by computer algorithms, possibly causing a loss of clients to Google. The online behemouth is thought to be“disintermediating traditional advertising and media research suppliers,” according to MediaPost.